In our world today, there’s a tendency to talk more about an issue than take action to solve the problem. Instances of people actively campaigning online or in the media against an issue without actually putting in the work have given rise to terms like “performative activism” and “virtue signalling”. While these terms are commonly used regarding social issues, a word exists for when it is done regarding environmental conservation, “Greenwashing”.
The increasing public call and outcry for climate action mean that organisations are increasingly looking for ways to show that they are in tune with the public. Organisations are increasingly incorporating clean energy and are making net-zero carbon commitments. Companies and people are increasingly labelling and purchasing environmentally safe and “green” products. In some cases, this is done to detract from other activities that are not safe for the environment.
Greenwashing is when individuals and businesses convey false impressions or provide misleading information about how their products are more environmentally sustainable than they are. Due to the increasing environmental challenges and climate change crisis, many organisations worldwide are being pressured by stakeholders, investors and consumers to reveal information about their environmental performance and products.
In addition, research has shown that companies, particularly in the energy sector, are often compelled by stakeholders to develop sustainable products and clean energy. This pressure means that sometimes organisations overestimate the role sustainable energy and practices play in their activities.
Greenwashing can exist in the following ways:
- Hidden trade-off: When a product is termed “green” based on a thin set of characteristics without consideration to other environmental issues. For instance, Paper is often classified as environmentally safe because it is derived from a sustainable forest. However, the other ecological concerns regarding the paper production processes which emit greenhouse gases are often ignored.
- No valid proof: when an environmental claim cannot be backed up by easily accessible supporting information or by a third-party certification, then such claim has no good evidence. An example is when a company showcases its product as derived from complete recycled substances but lack the valid proof to sustain such a claim.
While the public will increasingly demand sustainable practices, it is vital that companies actually put in the work to produce products that utilise sustainable measures and processes because the effects of climate change are real and pretend climate action won’t help to reduce them.